Everything will
be found
Preston Carey
Business Development Director
Part I. The Internet in Russia
3
Russia
68 (48%)
Asia
1 077 (28%)
Africa
167 16%
North
America
274 79%
Latin America
255 43%
Australia and Oceania
24(68%...
4
Despite slow growth rates, the level of internet penetration continues to
increase, mostly due to regions and older age ...
6
6
Far East
(50%)
The internet penetration level is higher in the Northwest
Federal Region than in the Central Region.
Si...
7
41%
54%
60%
62%
62%
71%
70%
Villages
Cities less than 100,000 residents
Cities 500,000 - 1 million residents
Cities 1 mi...
8
55-64
Moscow‟s internet penetration level is higher than the average in
Russia: 78% and 71% respectively.
Russia 97%
12-...
9
People are using the Internet more often: the size of the daily
audience is approaching the size of the monthly audience...
10
61.3 mil.
(95.2% )
50.1 mil.
(77.8%)
64.4 mil.
The Russian Internet‟s monthly audience consists of approximately 64
mil...
11
In April 2012, the internet portal Yandex had a larger audience
than any television channel taken separately.
Thousands...
12
Yandex is a leader on the global search engine market.
source: ComScore, December 2012
4,477
4,844
8,630
14,502
114,734...
13
Top-5 mail services in Europe by audience size (unique visitors 000)
# Service June 2011 June 2012 Growth
1 Hotmail 107...
14
Yandex is the leader in Russia by share of search traffic.
Yandex
62%
Google
26%
Search.Mail
7%
Rambler
1%
Bing
1%
% of...
15
Rambler has usedYandex search technologies since June 23, 2011
and is part ofYandexAdvertising Network.
Part II. Yandex Audience
17
Yandex Mission
“Our goal is to provide easy access to the wealth of
online information for users in Russia and beyond t...
18
Yandex monthly audience is comparable to the monthly audience of the
whole Russian Internet.
12,721
19,786
20,379
20,48...
20 source: TNS, January 2013
*services with an audience of more than 60 people per month
More than half of users of Yandex...
22
Yandex audience coincides with the Internet‟s audience as a whole
in terms of age structure.
Monthly audience, 12-54
16...
Part III. Internet advertising in Russia
24
5.9% 8.8% 12.3% 15.9% 18.8%
14.9 16.2
26.8
41.8
56.3
0
10
20
30
40
50
60
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20...
25
The most popular kind of advertising among Internet advertising is
contextual advertising. Its share of the overall vol...
26
The volume of contextual advertising in 2012 grew by 45%.
8.6 9.7
16.3
26.5
38.4
13%
68%
63%
45%
0
5
10
15
20
25
30
35
...
27
Yandex
68%
Google Russia
28%
Begun
3%
Others
1%
Yandex is the leader of the contextual advertising market in
Russia. % ...
Part IV. Yandex
Advertising Capabilities
29
YandexAdvertising Capabilities
Direct
(context)
Media
advertising Market
Business
Directory
(geocontext)
• увеличениепр...
30
Yandex Services
31
Other user content services
Yandex.Mail Mail service
Spamoborona Anti-spam software
Moi Krug Professional social networ...
32
• Search
• Mail
• Maps
Universal aims
• Webmaster
• Widgets
• News, Auto, Real Estate, Jobs
Professional aims
(increase...
33
Yandex offers commercial services
… plus support tools.
• Direct
Market
Media
advertising
MCB
Metrica
Word stat
Direct
...
34
34
• Internet advertising agencies
• Companies working with site promotion and internet
advertising
• Web studios
• Ful...
35
Yandex.Direct
36
Yandex.Direct
This is one way of placing search and contextual advertisements
on Yandex or YandexAdvertising Network pa...
37
Media Context
Banner
GuaranteeSpecial placement
Searchresults
Yandex.Direct
Features
– Impressions for interested users...
38
Yandex Advertising Network (YAN) provides advertisers access to
a wider audience than Yandex.Direct.
source: internal i...
39
Placing ads: Yandex search
(search targeting)
40
Placing ads:YAN partner search sites. (search targeting)
41
Placing ads: content sites
(content targeting)
42
Placing ads: non-content sites
(behavioral targeting)
43
– Autobroker
– Autofocus
– Impression strategies
– Impressions based on additional relevant phrases
– RTB
– Direct Comm...
44
Yandex.Direct: Autobroker
45
Yandex.Direct: Autobroker
Autobroker is an automatic optimization system for CPC.
Autobroker always lowers the maximum ...
46
Yandex.Direct: Autofocus
47
Yandex.Direct: Autofocus
Autofocus is a system that automatically refines key
phrases.
Phrases on the verge of being di...
48
Yandex.Direct Strategies
Strategies for manually
managing bids
Advertisers have more flexible
advertising campaign sett...
49
Yandex.Direct:
automatic strategies
50
Weekly budget
An effective distribution of spending on an advertising campaign with a
set budget.
 the best positions
...
51
Increase capture of target audience coverage.
Weekly budget: maximum conversion rate
 the best positions
 saves time ...
52
Average Cost Per Click (CPC)
The maximum amount of clicks per week at the average CPC and no larger
than the sum design...
53
Afixedamountofclicksatminimal price.
Weekly clicks package
 more than 100 clicks per week
 average or maximum bid by ...
54
Automatic strategies‟ features
The system needs time to reach an optimal level.
In the first few days, it‟s possible ...
55
Yandex.Direct:
strategies for manually managing
bids
56
The highest available position
Impressions in any block in the highest available position.
The price per click for each...
57
Cheapest position in ad block
Ads are shown in the selected block for the minimal price and at the
most accessible leve...
58
Impression is to the right of search results
Ads are shown only in the guaranteed impressions block. One of two strateg...
59
Independent management of search and content sites
The strategy allows you to split ad management between Yandex
Advert...
60
Yandex.Direct: impressions for
additional relevant phrases
61
Impressions for additional relevant phrases
Aselectionofadditionalrelevantphrasesareusedinadditiontotheoriginalphrasess...
62
Yandex.Direct: RTB
63
Yandex.Direct: RTB
This system compares bids and CTR of the advertiser‟s keywords
with his/her competitors‟ figures. Th...
64
Direct Commander
65
Direct Commander
The Direct Commander app is installed on the user‟s computer and allows
the user to independently cust...
66
Media advertising on
Yandex
67
67
Media advertising on Yandex
An internet advertisement in the form of interactive banners. The advertiser
can cover a...
68
The kind of media ad placement on Yandex depends on the
advertiser‟s goals.
69
Yandex Banners
70
Yandex Media Content Banner
A new form of internet advertisement that combines elements of
mediaandcontextualadvertisin...
71
Yandex MCB can be placed:
Next to search results Mail.ru
72
Yandex.Market
73
Yandex.Market
The leading product comparison site. Stores can buy the best
position in search results.
It helps compani...
74
Yandex.Market
A list of stores
Similar
products
Accessories
Description of main
features
Store locations on
the map
Fea...
75
Yandex.Market audience in Russia is constantly growing.
0
2
4
6
8
10
12
14
16
18
Millionsofusers
source: TNS, November ...
76
Yandex.Market monthly audience in Russia consists of more than20
million users. 10% of them use the service every day.
...
77
Best positions: Yandex.Market search
78
Best positions: product cards
79
Best Positions: list of stores
80
Placing ads: Yandex search
81
Types of Stores
Any store can place their product offers on Yandex.Market, including
stores that take orders on their s...
82
The offer can be suspended for a few reasons:
• Unacceptable quality
• Similar characteristics among stores
• Other pro...
83
Yandex.Market: assessment and reviews
Users‟ reviews are published on Yandex.Market and create the
store‟s rating. A us...
84
Ratings allow users to assess a store‟s level of service and quality of work.
Ratings are based on buyers‟ assessments ...
85
Yandex.Business
Directory
86
Yandex.Directory
The largest catalog of organizations and mapping
service on Runet.
It helps companies to:
• increase s...
87
– The largest mapping service in Russia
with geolocational information.
– The “vCard”„ contains the company‟s
contact
i...
88
Yandex.Maps Audience
Yandex.Maps is the most popular mapping service on Runet, its monthly
audience is around 16 millio...
89
Priority Placement
Priority placement (in Yandex search results or Yandex maps) helps a
company to stand out from the c...
90
Priority Placement: Yandex search
91
Priority Placement: Yandex.Maps
92
Advertising on the company‟s vCard
93
Advertising in Yandex search results
94
Placement: Mobile Maps
95
Scale: City
96
Scale: Street
Part V. Kinds of Targeting
98
Kinds of Targeting on the Internet
• Search
• Content
• Behavioral
• Geographic and Time
• Socio-demographic
99
Targeting Yandex Services
Direct
Media
Market
Business
Directory
• search
• content
• behavioral
• geographicandtime
• ...
100
Ads are shown only to users who are looking for
something specific.
Advantages:
- Users are involved in the
process.
-...
101
Ads are shown only on a site with specific content.
Advantages:
- Users are interested in their
own right
- Wide cover...
102
Ads are shown only to users who have expressed prior
interest in the given subject.
Behavioral Targeting
Advantages:
-...
103
Geographical and Time Targeting
Ads are shown only to users of a set region and at a set
time.
Advantages:
- It effect...
104
Ads are shown only to users who meet set socio-demographic
criteria.
Advantages:
- It‟s convenient to use if the targe...
Part VI. Yandex Tools
106
Yandex.Metrica
107
Yandex.Metrica
This is a tool for assessing traffic, analyzing users‟behavior
and assessing an ad campaign‟s effective...
108
Yandex.Metrica
Metrica allows the owner of an online store, for example, to assess
revenue and the activity of the sit...
109
Metrica Reports: Traffic group
These reports are created to
analyze a site‟s traffic for a
given period.
The group inc...
110
Metrica Reports: Sources group
These reports analysis sources of site traffic.
They include:
• A general report
• A re...
111
Metrica Reports: Content group
These reports analyze the degree of users interest in
the site’s content.
They include:...
112
Metrica Reports: Webvisor
Webvisor allows Yandex.Metrica users to analyze user behavior on their
site by replaying the...
113
Metrica Reports: Geography
Metrica registers a user as belonging to this or that
geographical region.
114
Metrica Reports: Demographic group
This report shows consolidated data on age-sex and
allows comparison of the age str...
115
Metrica Reports: Behavior group
This group‟s reports analysis the characteristics of users‟
behavior on a site.
They i...
116
Metrica Reports: Computers group
The Metrica Counter gathers data on the technical characteristics of site
users‟ comp...
117
Metrica Reports: Calls Reports
In these reports, data is collected on phone calls from users
stemming from Yandex cont...
118
Metrica Reports: Monitoring
Metrica collects information on the site and any occurring
errors, making a special report...
119
Report Wizard
The Report Wizard is a tool for building user reports.
120
Yandex.Wordstat
121
Yandex.Wordstat
This is an instrument that shows statistics for search
queries and gives a provisional forecast for th...
122
Yandex.Wordstat allows users to estimate seasonal
fluctuation.
123
Yandex.Wordstat shows a query‟s regional popularity –
places where the topic is must relevant.
124
Yandex.Wordstat shows the proportion of each region in the
overall amount of page displays by keyword queries. The
sta...
125
Yandex.Wordstat statistics help estimate the possible
size of an ad campaign‟s monthly budget.
Preston Carey
Business Development Director
+1 857.288.8762
preston.carey@yandex.ru
@prestoncarey
Thank you
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Russian Internet Market and Yandex Overview

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A detailed overview of the Russian internet market and Yandex's position within that market. Also contains details on Yandex's advertising product offerings.

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  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
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  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Для заголовка старайтесь формулировать фразу не более 35 знаков длиной.Если вам необходим принудительный перенос слова на следующую строку, поставьте курсор перед этим словом и нажмите Shift+Enter.
  • Russian Internet Market and Yandex Overview

    1. 1. Everything will be found Preston Carey Business Development Director
    2. 2. Part I. The Internet in Russia
    3. 3. 3 Russia 68 (48%) Asia 1 077 (28%) Africa 167 16% North America 274 79% Latin America 255 43% Australia and Oceania 24(68%) Europe 451 (66%) Middle East 69(32%) millions of users (% of internet penetration) Internet penetration at the moment is lower in Russia than in developed countries. source: Internet World Stats, June 2012 34% 16% 28% 40% 43% 48% 63% 68% 79% World, avg. value Africa Asia Middle East Latin America Russia Europe Oceania and Australia North America % of internet penetration
    4. 4. 4 Despite slow growth rates, the level of internet penetration continues to increase, mostly due to regions and older age groups. millions of users, 18+ source:Fond Obshestvennoe Mnenie (FOM), Winter 2013 10 14 17 22 26 32 39 46 54 61 64 9% 12% 16% 19% 23% 28% 34% 40% 47% 52% 55% 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 Fall 2003 Fall 2004 Fall 2005 Fall 2006 Fall 2007 Fall 2008 Fall 2009 Fall 2010 Fall 2011 Fall 2012 Winter 2012-2013 Monthly audience Penetration level
    5. 5. 6 6 Far East (50%) The internet penetration level is higher in the Northwest Federal Region than in the Central Region. Siberia (53%) Volga (51%) Central (58%) Northwest (62%) Ural (59%) Southern (53%) % of penetration, population of Russia 18+ source: FOM, Winter 2013
    6. 6. 7 41% 54% 60% 62% 62% 71% 70% Villages Cities less than 100,000 residents Cities 500,000 - 1 million residents Cities 1 million + Cities 100,000 - 500,000 residents Moscow Saint Petersburg Moscow‟s internet penetration level is higher than Saint Petersburg‟s: 71% and 70% respectively. However, in cities with a population less than 100,000 people, only half of residents use the internet. % of penetration, population aged 18+ source: FOM, Winter 2013
    7. 7. 8 55-64 Moscow‟s internet penetration level is higher than the average in Russia: 78% and 71% respectively. Russia 97% 12-17 99% 18-24 95% 25-34 89% 35-44 72% 45-54 Moscow 94 % 100%94 % 99% 99% 97% 82% 57% source: TNS, February 2013 40%
    8. 8. 9 People are using the Internet more often: the size of the daily audience is approaching the size of the monthly audience. millions of users, 18+ 10 14 18 22 26 32 39 47 55 61 6433% 40% 39% 44% 46% 56% 61% 69% 75% 77% 78% Monthly audience Daily audience, % of monthly source: FOM, Winter 2012-2013
    9. 9. 10 61.3 mil. (95.2% ) 50.1 mil. (77.8%) 64.4 mil. The Russian Internet‟s monthly audience consists of approximately 64 million people. 78% users log on to the Internet everyday. % of monthly audience source: FOM, Winter 2013
    10. 10. 11 In April 2012, the internet portal Yandex had a larger audience than any television channel taken separately. Thousands of people, aged 12 to 54 in cities with a population of 100,000+ residents source: TNS, November 2012
    11. 11. 12 Yandex is a leader on the global search engine market. source: ComScore, December 2012 4,477 4,844 8,630 14,502 114,734 0 40,000 80,000 120,000 Microsoft Sites Yandex Sites Yahoo! Sites Baidu.com Inc. Google sites TOP 5 search engines, millions of searches 0 500,000 1,000,000 1,500,000 Yandex Sites Microsoft Sites Yahoo! Sites Baidu.com Inc. Google sites TOP 5 search engines, thousands of users
    12. 12. 13 Top-5 mail services in Europe by audience size (unique visitors 000) # Service June 2011 June 2012 Growth 1 Hotmail 107 131 108 202 +1% 2 Google Gmail 63 280 74 670 +18% 3 Yahoo! Mail 42 587 44 290 +4% 4 Mail.Ru – Mail 35 055 42 767 +22% 5 Yandex Mail 18 353 25 143 +37% Yandex.Mail is one of the most popular mail services in Europe. source: ComScore, 2011
    13. 13. 14 Yandex is the leader in Russia by share of search traffic. Yandex 62% Google 26% Search.Mail 7% Rambler 1% Bing 1% % of search traffic source: LiveInternet.ru (March 2013)
    14. 14. 15 Rambler has usedYandex search technologies since June 23, 2011 and is part ofYandexAdvertising Network.
    15. 15. Part II. Yandex Audience
    16. 16. 17 Yandex Mission “Our goal is to provide easy access to the wealth of online information for users in Russia and beyond to find the answer to any question that may arise.”
    17. 17. 18 Yandex monthly audience is comparable to the monthly audience of the whole Russian Internet. 12,721 19,786 20,379 20,488 22,950 28,069 28,487 32,829 33,144 49,009 50,137 57,593 64,593 12% 19% 19% 19% 22% 26% 27% 31% 31% 46% 47% 54% 61% Photos Weather News Market Maps & Traffic Video Mail Narod Sites Images Main Search results Yandex total Internet total main projects, thousands of ppl., % of penetration (Russia, 12-64) source: TNS, January 2013
    18. 18. 20 source: TNS, January 2013 *services with an audience of more than 60 people per month More than half of users of Yandex main projects visit them every day. Per day: 29 019 (50%) Per week: 46 173 (80%) Per month: 57 593 Thousand people, % of monthly audience
    19. 19. 22 Yandex audience coincides with the Internet‟s audience as a whole in terms of age structure. Monthly audience, 12-54 16% 14% 10% 9% 12-24 25-34 35-44 45-64 Yandex Audience source: TNS, January 2013 16% 14% 10% 9% 12-24 25-34 35-44 45-64 Internet audience
    20. 20. Part III. Internet advertising in Russia
    21. 21. 24 5.9% 8.8% 12.3% 15.9% 18.8% 14.9 16.2 26.8 41.8 56.3 0 10 20 30 40 50 60 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008 2009 2010 2011 2012 billionsofrubles,notincludingVAT Television Radio Press Outdoor advertising Internet Media (other) Internet (abc) In 2012, the advertisingmarketin Russiawas worth300 billion rubles. The Internetis becomingmore popularamong advertisers. source: АКАР, 2013
    22. 22. 25 The most popular kind of advertising among Internet advertising is contextual advertising. Its share of the overall volume is growing steadily. 58% 60% 61% 63% 68% 42% 40% 39% 37% 32% 2008 2009 2010 2011 2012 Dynamics of Internet Advertising Structure Contextual Media source: АКАР, 2013
    23. 23. 26 The volume of contextual advertising in 2012 grew by 45%. 8.6 9.7 16.3 26.5 38.4 13% 68% 63% 45% 0 5 10 15 20 25 30 35 40 45 2008 2009 2010 2011 2012 billions of rubles, not including VAT source: АКАР, 2013
    24. 24. 27 Yandex 68% Google Russia 28% Begun 3% Others 1% Yandex is the leader of the contextual advertising market in Russia. % of market share source: eLama, 2012
    25. 25. Part IV. Yandex Advertising Capabilities
    26. 26. 29 YandexAdvertising Capabilities Direct (context) Media advertising Market Business Directory (geocontext) • увеличениепродаж • максимизациятраффика • увеичениеосведомленностиобренде • запускновогопродукта Banners (context) • нишевыйбрендинг • увеличениепродаж • предоставлениеполнойинформации опродукте • увеличениепродаж • предоставлениеинформациио местоположениикомпании
    27. 27. 30 Yandex Services
    28. 28. 31 Other user content services Yandex.Mail Mail service Spamoborona Anti-spam software Moi Krug Professional social network Yandex.Photos Photo hosting Disk Free hosting and file storage Utilities Yandex.Bar Search, Weather, Traffic and another line Yandex.Server Search on servers and corporate networks Yandex.Search for PC Search for PCs Yandex.Online Mail notifications, Internet chat Online Pay Systems and Mobile Apps Yandex.Money Online pay system Mobile apps Mobile versions of Yandex services Main service Yandex Search The leading search engine in Russia#1 Yandex various services allow to attract and keep a wide audience. Search and information services Yandex.Traffic Monitoring maps and traffic jams Yandex.News News aggregator Yandex.Market Compare prices and search for goods Yandex.Blogs Blog Search Yandex.Auto Search for new and used automobiles Yandex.Video Video Search Yandex.Dictionaries Encyclopedia and Directories Yandex.Catalog A content catalog of Runet sites Yandex.Afisha Guide for movies and cultural events Yandex.TV TV Guide Yandex.Timetables Tickets for planes and trains Yandex.Weather Weather forecast (1,700 cities) #1 #1 #1 #2 #1 #1 #1 #1
    29. 29. 32 • Search • Mail • Maps Universal aims • Webmaster • Widgets • News, Auto, Real Estate, Jobs Professional aims (increase contextual traffic) • Media advertising • Media content banner (MCB) Advertising aims (create and nurture demand) • Direct • Market • Business Directory Commercial aims (attract new target clients) • Metrica • Word statAnalysis and Marketing Yandex services were developed for both users and advertisers.
    30. 30. 33 Yandex offers commercial services … plus support tools. • Direct Market Media advertising MCB Metrica Word stat Direct API Mailfor Domain Maps API Webmaster Business Directory
    31. 31. 34 34 • Internet advertising agencies • Companies working with site promotion and internet advertising • Web studios • Full-service advertising agencies • Other advertising intermediaries Our partners are:
    32. 32. 35 Yandex.Direct
    33. 33. 36 Yandex.Direct This is one way of placing search and contextual advertisements on Yandex or YandexAdvertising Network partner sites. It helps companies to: • increase sales • increase site traffic • provideinformationsupport • Increasebrandawareness
    34. 34. 37 Media Context Banner GuaranteeSpecial placement Searchresults Yandex.Direct Features – Impressions for interested users – Pay by click – Independent assessment of budget and transfer price – Ability to make changes in real time –Free virtual card (vCard) for advertisers without a website – Different kinds of targeting – Detailed statistics and reports on an ad‟s effectiveness – Yandex Advertising Network – Yandex.Metrica –Target call Yandex.Direct
    35. 35. 38 Yandex Advertising Network (YAN) provides advertisers access to a wider audience than Yandex.Direct. source: internal information, 2012
    36. 36. 39 Placing ads: Yandex search (search targeting)
    37. 37. 40 Placing ads:YAN partner search sites. (search targeting)
    38. 38. 41 Placing ads: content sites (content targeting)
    39. 39. 42 Placing ads: non-content sites (behavioral targeting)
    40. 40. 43 – Autobroker – Autofocus – Impression strategies – Impressions based on additional relevant phrases – RTB – Direct Commander Yandex.Direct‟s Technology
    41. 41. 44 Yandex.Direct: Autobroker
    42. 42. 45 Yandex.Direct: Autobroker Autobroker is an automatic optimization system for CPC. Autobroker always lowers the maximum CPC set by the advertiser, setting the lowest sufficient CPC with each impression in order to provide the ad the best possible position considering: • bids (from competitors) • CTR • geographical targeting • time targeting • competitors for the query that includes the given key words
    43. 43. 46 Yandex.Direct: Autofocus
    44. 44. 47 Yandex.Direct: Autofocus Autofocus is a system that automatically refines key phrases. Phrases on the verge of being disabled for low CTR (<0,5) are automatically specified by the system and continue to work without prior check by a moderator. In doing so, advertisers are no longer obliged to specify such phrases on their own.
    45. 45. 48 Yandex.Direct Strategies Strategies for manually managing bids Advertisers have more flexible advertising campaign settings and more tools at their disposal. Automatic strategies The budget is managed automatically and doesn‟t require any effort from the advertiser.
    46. 46. 49 Yandex.Direct: automatic strategies
    47. 47. 50 Weekly budget An effective distribution of spending on an advertising campaign with a set budget.  the best positions  saves time and money  priority for keyword phrases  takes into account a decrease in consumer activity Advantages: • easy to set up • control expenses Limitations: • loss of a significant part of audience • reduced ad efficiency and price of key queries
    48. 48. 51 Increase capture of target audience coverage. Weekly budget: maximum conversion rate  the best positions  saves time and money  priorities by keywords Advantages: • maximum number of conversions • easy to set up • control expenses Limitations: • Available only after installing Metrica counter • Availability only after selecting “Weekly budget” strategy
    49. 49. 52 Average Cost Per Click (CPC) The maximum amount of clicks per week at the average CPC and no larger than the sum designated by the advertiser.  convenient if advertiser has a set CPC in mind  priority for key phrases  ability to limit weekly budget Advantages: • easy customization • determine visit price Limitations: • click quantity and budget size indicators are unpredictable • no ability to consider conversion by key phrases when setting the maximum CPC
    50. 50. 53 Afixedamountofclicksatminimal price. Weekly clicks package  more than 100 clicks per week  average or maximum bid by click  priority for key phrases Advantages: • easy customization • traffic is even and predictable Limitations: • difficult to forecast CPC and budget size • large quantity of expensive non-target clicks (if the set size is large) • loses part of audience (if the set size is small)
    51. 51. 54 Automatic strategies‟ features The system needs time to reach an optimal level. In the first few days, it‟s possible that set conditions will be rejected. Automatic customization starts over if you disable and then enable Autobudget.
    52. 52. 55 Yandex.Direct: strategies for manually managing bids
    53. 53. 56 The highest available position Impressions in any block in the highest available position. The price per click for each key phrase is set manually.
    54. 54. 57 Cheapest position in ad block Ads are shown in the selected block for the minimal price and at the most accessible level in other blocks. The price per click for each key phrase is set manually.
    55. 55. 58 Impression is to the right of search results Ads are shown only in the guaranteed impressions block. One of two strategies can be selected for this: highest available position or minimum CPC. The price per click for each key phrase is set manually.
    56. 56. 59 Independent management of search and content sites The strategy allows you to split ad management between Yandex Advertising Network‟s content resources and search platforms By enabling the “Independent management” strategy, advertises can set the price for key phrases on YAN‟s content resources (the ad is shown on a platform if the key phrase corresponds to the page‟s content).
    57. 57. 60 Yandex.Direct: impressions for additional relevant phrases
    58. 58. 61 Impressions for additional relevant phrases Aselectionofadditionalrelevantphrasesareusedinadditiontotheoriginalphrasesset bytheadvertiserstoincreasetargetaudiencecoverage. Additionalphrasesareselectedautomaticallyandareupdatedregularlybasedon collectedstatistics.
    59. 59. 62 Yandex.Direct: RTB
    60. 60. 63 Yandex.Direct: RTB This system compares bids and CTR of the advertiser‟s keywords with his/her competitors‟ figures. The ads with the best characteristics are placed in the best positions to decrease the price per click.  Individual price for each key phrase.  Advertiser‟s price and key phrase‟s CTR are used in calculation.  Data is collected for analysis for 28 days after the key phrase starts working.  Data on “premium placement” and “guarantee” is collected separately.
    61. 61. 64 Direct Commander
    62. 62. 65 Direct Commander The Direct Commander app is installed on the user‟s computer and allows the user to independently customize his/her ad for Yandex.Direct. In a few clicks it‟s possible to:  find a phrase among thousands of phrases  find an ad among hundreds of ads  simultaneously edit many phrases  replace the text or links in many ads
    63. 63. 66 Media advertising on Yandex
    64. 64. 67 67 Media advertising on Yandex An internet advertisement in the form of interactive banners. The advertiser can cover a wider audience and improve his/her brand‟s image. It helps companies to: • increasebrandawareness • createmarketdemand • supportanewproduct‟slaunch • provideinformationsupport
    65. 65. 68 The kind of media ad placement on Yandex depends on the advertiser‟s goals.
    66. 66. 69 Yandex Banners
    67. 67. 70 Yandex Media Content Banner A new form of internet advertisement that combines elements of mediaandcontextualadvertising.Onlyinterestedusersaretargeted. It helps companies to: • increase brand awareness • perform niche branding • increasesales
    68. 68. 71 Yandex MCB can be placed: Next to search results Mail.ru
    69. 69. 72 Yandex.Market
    70. 70. 73 Yandex.Market The leading product comparison site. Stores can buy the best position in search results. It helps companies to: • increase sales • provideinformation support
    71. 71. 74 Yandex.Market A list of stores Similar products Accessories Description of main features Store locations on the map Features – A comparison of prices and buyer reviews about stores and products around Russia. – A database of thousands of product models and sets – Product description by Yandex – Automatic product categorization and identification – Sorting offers by geographic availability – Rigorous control of stores
    72. 72. 75 Yandex.Market audience in Russia is constantly growing. 0 2 4 6 8 10 12 14 16 18 Millionsofusers source: TNS, November 2012
    73. 73. 76 Yandex.Market monthly audience in Russia consists of more than20 million users. 10% of them use the service every day. source: TNS, January 2013 thousands of people, % of monthly audience In a month: 20 487 In a week: 8 488 (41%) In a day: 1 960 (10%)
    74. 74. 77 Best positions: Yandex.Market search
    75. 75. 78 Best positions: product cards
    76. 76. 79 Best Positions: list of stores
    77. 77. 80 Placing ads: Yandex search
    78. 78. 81 Types of Stores Any store can place their product offers on Yandex.Market, including stores that take orders on their site and retail outlets and sale points. Stores on Yandex.Market are divided into two types: • Online store (sell goods on the site) • Physical stores (goods are only sold in-store) Online stores may have the following kinds of points of sale: • Pick-up point (pick-up point where customers can pick up their order) • Physical store (a regular store where customers can come and buy goods) • Physical store and pick-up point
    79. 79. 82 The offer can be suspended for a few reasons: • Unacceptable quality • Similar characteristics among stores • Other problems with quality • Site is temporarily unavailable Automatic check: • Products with a low relative conversion rate • Site‟s efficiency Before advertisers can place their ads, Yandex.Market Quality Control Service checks the advertiser.
    80. 80. 83 Yandex.Market: assessment and reviews Users‟ reviews are published on Yandex.Market and create the store‟s rating. A user can assess the level of service and add their own comments.
    81. 81. 84 Ratings allow users to assess a store‟s level of service and quality of work. Ratings are based on buyers‟ assessments and reviews. The ratings start working 30 days after the first ad placement. Yandex.Market: Ratings
    82. 82. 85 Yandex.Business Directory
    83. 83. 86 Yandex.Directory The largest catalog of organizations and mapping service on Runet. It helps companies to: • increase sales • provideinformation support
    84. 84. 87 – The largest mapping service in Russia with geolocational information. – The “vCard”„ contains the company‟s contact information, address, website, and other information.. – Mobile versions of the service are available. – The best positions for companies that users are interested in. – An additional advertisement and contact information on the selected company‟s card are shown on the map. Features Yandex.Business Directory Best Positions Advertisement
    85. 85. 88 Yandex.Maps Audience Yandex.Maps is the most popular mapping service on Runet, its monthly audience is around 16 million users. 0 2 4 6 8 10 12 14 16 18 20 Sep2… Oct.2… Nov.… Dec.… Jan.2… Feb.… Mar.… Apr.2… May.… June.… July.… Aug.… Sep.… Oct.2… Nov.… Dec.… Jan.2… Feb.… Mar.… Apr.2… May.… June.… July.… Aug.… Sep.… Oct.2… Nov.… Dec.… MillionsofUsers monthly audience source: TNS, January 2013
    86. 86. 89 Priority Placement Priority placement (in Yandex search results or Yandex maps) helps a company to stand out from the crowd of similar organizations. Priority placement is possible for:  Separate branches/locations  The whole chain It is also possible to edit ads for separate branches/locations.
    87. 87. 90 Priority Placement: Yandex search
    88. 88. 91 Priority Placement: Yandex.Maps
    89. 89. 92 Advertising on the company‟s vCard
    90. 90. 93 Advertising in Yandex search results
    91. 91. 94 Placement: Mobile Maps
    92. 92. 95 Scale: City
    93. 93. 96 Scale: Street
    94. 94. Part V. Kinds of Targeting
    95. 95. 98 Kinds of Targeting on the Internet • Search • Content • Behavioral • Geographic and Time • Socio-demographic
    96. 96. 99 Targeting Yandex Services Direct Media Market Business Directory • search • content • behavioral • geographicandtime • socio-demographic • content MCB • search • content • geographicandtime • geographicandtime • geographicandtime
    97. 97. 100 Ads are shown only to users who are looking for something specific. Advantages: - Users are involved in the process. - High probability that users will respond to the ad. Features: - The potential audience with similar interests is not covered. Search Targeting
    98. 98. 101 Ads are shown only on a site with specific content. Advantages: - Users are interested in their own right - Wide coverage of audience Features: - If the content is too wide, the target audience may not be completely covered. Content targeting
    99. 99. 102 Ads are shown only to users who have expressed prior interest in the given subject. Behavioral Targeting Advantages: - An increased amount of contacts with an interested audience improves effectiveness. Features: - If it tries too hard, the ad will seem too intrusive.
    100. 100. 103 Geographical and Time Targeting Ads are shown only to users of a set region and at a set time. Advantages: - It effectively cuts out unnecessary audience. Features: - The unnecessary audience is cut out rather broadly and doesn‟t allow a more precise targeting.
    101. 101. 104 Ads are shown only to users who meet set socio-demographic criteria. Advantages: - It‟s convenient to use if the target audience is determined in socio- demographic terms. - Different creative ads can be displayed to different social groups. Features: - The real target audience and the model target audience don‟t completely coincide: there‟s a risk of cutting out a necessary audience. Socio-Demographic Targeting Homepage CardsJob Timetables Auto Money Market Maps and traffic Dictionaries Video Music Games Services Afisha Photos Mail Weather TV News Younger Older Men Women
    102. 102. Part VI. Yandex Tools
    103. 103. 106 Yandex.Metrica
    104. 104. 107 Yandex.Metrica This is a tool for assessing traffic, analyzing users‟behavior and assessing an ad campaign‟s effectiveness.
    105. 105. 108 Yandex.Metrica Metrica allows the owner of an online store, for example, to assess revenue and the activity of the site‟s users.
    106. 106. 109 Metrica Reports: Traffic group These reports are created to analyze a site‟s traffic for a given period. The group includes reports on:  Users‟ engagement with site  Load on the site  Number of visits per user  Visit frequency  Time elapsed since the first visit  Time elapsed since the penultimate visit
    107. 107. 110 Metrica Reports: Sources group These reports analysis sources of site traffic. They include: • A general report • A report on sites • A report on search engines • A report on search phrases • A report on advertising systems • Reports on Direct • A “Tags” report
    108. 108. 111 Metrica Reports: Content group These reports analyze the degree of users interest in the site’s content. They include:  A Popular report  A Log-on Page report  A Log-out Page report  A Title Page report  A URL Parameters report  A “Share” button report  An External Links report  A Download Files report  A Visit Parameters report  An Online Store report
    109. 109. 112 Metrica Reports: Webvisor Webvisor allows Yandex.Metrica users to analyze user behavior on their site by replaying their actions. A detailed analysis of user behavior helps to identify problems with navigation, logic, and usability, and as a result, to increase the site‟s conversion rate.
    110. 110. 113 Metrica Reports: Geography Metrica registers a user as belonging to this or that geographical region.
    111. 111. 114 Metrica Reports: Demographic group This report shows consolidated data on age-sex and allows comparison of the age structure of users of both sexes.
    112. 112. 115 Metrica Reports: Behavior group This group‟s reports analysis the characteristics of users‟ behavior on a site. They include:  A Click Path analysis  A Link Map  A Click map
    113. 113. 116 Metrica Reports: Computers group The Metrica Counter gathers data on the technical characteristics of site users‟ computers. Information is presented in respective reports on operating systems and users‟ browsers, display resolution and the presence and versions of Flash plug-ins, Java, and .NET. They include:  A Computers report  A Mobile Devices report  A JavaScript presence report  A Cookies presence report  A Silverlight Version report
    114. 114. 117 Metrica Reports: Calls Reports In these reports, data is collected on phone calls from users stemming from Yandex contextual advertising. They include:  Asummary report  Adetailed report  Call distribution by hour
    115. 115. 118 Metrica Reports: Monitoring Metrica collects information on the site and any occurring errors, making a special report on them.
    116. 116. 119 Report Wizard The Report Wizard is a tool for building user reports.
    117. 117. 120 Yandex.Wordstat
    118. 118. 121 Yandex.Wordstat This is an instrument that shows statistics for search queries and gives a provisional forecast for the monthly amount of queries for a keyword.  Keyword or key phrase  Geographic region  Other queries for the viewed topic  Query forecast
    119. 119. 122 Yandex.Wordstat allows users to estimate seasonal fluctuation.
    120. 120. 123 Yandex.Wordstat shows a query‟s regional popularity – places where the topic is must relevant.
    121. 121. 124 Yandex.Wordstat shows the proportion of each region in the overall amount of page displays by keyword queries. The statistics are shown for the whole world, Russia, Belarus, and Ukraine.
    122. 122. 125 Yandex.Wordstat statistics help estimate the possible size of an ad campaign‟s monthly budget.
    123. 123. Preston Carey Business Development Director +1 857.288.8762 preston.carey@yandex.ru @prestoncarey Thank you
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